John Webster Email & Phone Number

Atlanta, Ga, Us

Brookhaven, Georgia, Us

Manage Global Product Marketing for the World's Most Downloaded Weather App. Define consumer lifecycles and create acquisition, engagement and retention strategies. Optimize consumer acquisition flow including app store optimization, paid media strategy and owned/operated properties. Product marketing KPI and scorecard ownership.ACQUISITIONLed team in the creation and execution of “TheWaterChannel.org” cause marketing campaign, raising awareness for water scarcity and providing over $1M & 100M liters of clean water for people in need worldwide. To date, effort won CMO award, raised brand NPS +30 points (2x lift)Led creation of YouTube influencer marketing campaign to target key audience segments via trusted personalities. Drove over 1MM video views of the long-form message and incremental app downloads.FUNNEL/CONVERSIONLead US App Store Optimization (ASO) efforts for the world's most downloaded weather app. Reached highest conversion rates in company history. Optimize store metadata and imagery including a/b testing to drive app store rank and download velocity.RETENTIONCreate onboarding and push/in-app messaging tactics to increase feature adoption and build habitual product engagement.WINBACKRetarget lapsed users via social media, search and push messaging.

Brookhaven, Georgia, Us

Guided marketing strategy and execution for The Weather Channel portfolio of digital products in North America including web and mobile apps. Worked collaboratively across product, creative, social, media, research and sales functions to accomplish goals of acquiring, engaging and retaining users.Led go-to-market strategy for The Weather Channel’s app redesign. The campaign won the IBM CMO award, delivered 3x visibility and 57% CVR in the app store, 65% growth in app installs and an 11% increase in global market share.

Atlanta, Ga, Us

YP is the largest local search, media and advertising company in North America, a comScore top-30 digital property with over 80M monthly visitors across the web and mobile. Led YP’s push and in-app messaging SDK deployment and lifecycle campaigns to increase engagement and retention for the YP app. Results included +183% lift in engagement, 70% lift in frequency and 40% increase in retention vs. control groups.Managed mobile marketing campaign supporting YP.com’s brand relaunch. Partnered with top creative agencies including Havas Media, Socialyse and barrettSF to manage digital marketing mix, tactics and messaging.Leveraged PR, social signals and budget timing to create app store optimization campaign driving YP as high as top 5 in iTunes. Achieved 35% organic app download lift, +27% traffic via app.

Atlanta, Ga, Us

Optimized search engine marketing campaigns for clients by managing keyword bids, ad copy, landing page content, and campaign settings. Increased quality of leads and conversions, decreased cost per lead, improved return on investment (ROI), and decreased churn rate.

Atlanta, Ga, Us

Managed segment-based marketing and advertising campaigns for Cox High Speed Internet that continue to deliver incremental sales and revenue. Drove marketing segmentation through customer experience, messaging, imagery, and offer dynamics to increase Internet connects by 7%+ YoY.Led subscriber upgrade campaigns that consistently delivered above average close-rates, increased customer’s usage of multiple products and drove satisfaction and retention.Achieved 2X uplift in display ad click-through rates by targeting consumers at the moment of need.Key member of team that grew Cox High Speed Internet subscriber base from 800K to 4.4M in 8 years while adding 2 points of market share.

Atlanta, Ga, Us

Directed and managed redesign of weather.com’s “Weather Anywhere” products including email and wireless weather information delivery. Designed an improved product offering that provided email and wireless subscribers relevant weather related information pertaining to health, golf and travel.Managed development of the next generation of weather.com. Transformed weather.com from a “flat-file” directory into a database-driven site capable of delivering dynamic content. Directed IBM’s e-business innovation team and internal teams groups in selecting and implementing content management tools, reporting systems, site creative design and supporting system architectures. Managed implementation of weather.com’s partnership with America Online on time and within budget, led 11 internal functional teams and multiple AOL departments to exceed forecasted page views and advertising revenue.

Instrumental in developing a start-up business unit into the fastest growing Internet service in the Southeast. Created specifications for a premium-billing plan designed to migrate customers to higher margin products. Managed BellSouth’s first consumer high-speed Internet access trial (ADSL) and developed positioning to preempt competitive cable modem deploymentManaged development of new subscriber registration software which improved usability and customer registration rates while reducing customer support costs.

Managed new product development and marketing programs for division of this international electronics firm.Developed launch strategy for new floor care product line including an innovative national advertising campaign, consumer promotions and merchandising programs.Managed multinational product team with introduction of high-end product into a key North American retailer.

Implemented product strategies for flagship product line, and successfully reintroduced product line resulting in increased sales and improved profit margin.